3 Reasons Why Purposeful Content Marketing Leads to a Successful Online Marketing Strategy

March 12, 2019
emily amos

There is more to online marketing than just content marketing. You may agree with this statement, but are you actually putting it into practice?

You can expect more success and more conversions by including tried-and-true online marketing strategies in your current plan, if you’re willing to put in the work. Rather than suggesting that you stop with your content marketing and move on to another form of online marketing entirely, this post is dedicated to showing you how you can use powerful content marketing in your overall strategy, while pairing it with other effective marketing methods.

Content marketing isn’t just about blogging

This is a massive misconception. Blogging can play a significant role in your content marketing strategy, but it needs to be part of a bigger picture. The elements of this bigger picture can include:

  • social media marketing
  • email marketing
  • eBooks
  • podcasts
  • whitepapers

While content makes up the heart of your marketing operation, many other organs are needed to make the body of your marketing strategy function properly. The bullet points in the list above are just a few to consider.

Content marketing isn’t just about creating, it’s also about converting

Each visitor on your website has arrived in the midst of their “buyer’s journey”. This is when an online user becomes an interested party encountering your brand and researching whether your offering is a good solution for their needs.

In the consideration phase of your prospect’s buyer’s journey, they become a lead when they realize you have a practical solution for their problem. This stage of the journey is crucial for a potential buyer or client because, more than ever, you have to prove to them the value of what you’re offering.

If this part of your online marketing process is not solid, you are missing out on possible leads that could become valuable customers. Once a lead is on your website deciding whether or not to buy-in to your offer, use your content marketing to prove to them why their quality of life and the quality of their organization can and will be improved by using:

  • powerful client testimonials
  • well-documented case studies
  • informative white papers
  • helpful checklists or freebies

When you give a lead more valuable information without sending them to look for it themselves, you greatly increase the chance of that lead picking up the phone to call or shooting you an email to continue the conversation.

Content marketing isn’t about throwing spaghetti at the wall and hoping it sticks

Just to be clear: we’re not talking about literal spaghetti—in the context of this blog post, this saying would describe throwing content out into the world without any audience research, strategy or purpose behind it and hoping it will be well received. Obviously, this is not what we want to be doing.

Take a look at these mind-boggling statistics: only 34% of marketers felt like their organization had a clearly articulated integrated digital marketing strategy, according to research from lead marketing analytics company Marketing Profs. Another study said that 1/3 of marketers don’t have a documented marketing plan at all.

Successful content marketing relies on executing a detailed and focused plan with precision and intention. Every move you make with your content must have a purpose and must come back to your overall online marketing goals.

Before committing to writing about a particular topic, map out why and how it contributes to your overall marketing goals and how it speaks to the needs of your target audience. If you can’t find good reasons for the why and how, you should seriously consider whether or not to write about that particular topic.

Online marketing covers a lot of elements, and content marketing makes up a big piece of that equation. Delivering high quality, consistent content puts you and your online marketing initiatives a huge step ahead of the competition. With so many organizations delivering mediocre to just-okay content online, high quality content will make you stand out from the crowd and earn the attention of your readers.

What do you think is holding you back from a successful marketing strategy?

Download our FREE guide: Web Content Discovery GuideThis guide will help you uncover your key messages, one question at a time

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